Go-to-market strategie pro uvedení značky na nový trh

This thesis is focused on exploring the process and components of go-to-market strategy as an important factor in the product launch by international companies to new markets. The aim of the thesis was to create a strategy for the launch of the GoGo squeeZ® brand on the Czech market by BEL sýry Česko a.s. exclusively for the online supermarket Rohlik.cz The theoretical part deals with a summary of the existing knowledge about go-to-market strategy in connection with the international context. The practical part is presented by secondary research of snacks and baby food markets, followed by primary qualitative research of target customers using the method of in-depth semi-structured interviews on the topic of snacks for children and fruit pouches. The final part of the thesis is the design of a go-to-market strategy including a description of the target market, product category placement, marketing mix strategy, project plan as well as a comprehensive model of the entire launch process.